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Chapter 10

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  1. Chapter 10 Relationship Marketing and Customer Relationship Management (CRM)

  2. Chapter Objectives • Contrast transaction-based marketing with relationship marketing. • Identify and explain the four basic elements of relationship marketing as well as the importance of internal marketing. • Identify each of the three levels of the relationship marketing continuum. • Explain how firms can enhance customer satisfaction and how they build buyer-seller relationships • Discuss how marketers use grassroots and viral marketing in their one-one marketing efforts. • Explain customer relationship management (CRM) and the role of technology in building customer relationships. • Describe the buyer-seller relationship in business-to-business marketing, and identify the four different types of business partnerships • Describe how business-to-business marketing incorporates national account selling, electronic data interchange, vendor-managed inventories (VMI), CPFaR, managing the supply chain, and creating alliances. • Identify and evaluate the most common measurement and evaluationtechniques within a relationship-marketing program.

  3. The Shift from Transaction-Based Marketing to Relationship Marketing • Transaction-based marketing • Buyer and Seller exchanges characterized by limited communications and little or no ongoing relationship between the parties • Relationship marketing • Development and maintenance of long-term, cost-effective relationships with individual customers, suppliers, employees, and other partners for mutual benefit

  4. Customer relationship management • The combination of strategies and tools that drive relationship programs, re-orientating the entire organization to a concentrated focus on satisfying customers

  5. Forms of Buyer-Seller Interactions on a Continuum from Conflict to Cooperation

  6. Comparing Transaction-Based Marketing and Relationship Marketing Strategies

  7. Figure 10.2 • Integrating Quality and Customer Service with Other Marketing Mix Elements to Create and Maintain a Relationship Marketing Focus

  8. Making a Promise to Customers • The small print promises that Gore-Tex outwear is “Guaranteed to Keep You Dry”

  9. Internal marketing • Managerial actions that help all members of the organization understand and accept their respective roles in implementing a marketing strategy • Employee satisfaction

  10. The Relationship Marketing Continuum • First Level: Focus on Price • Second Level: Social Interactions • Third Level: Interdependent Partnerships

  11. Three Levels of Relationship Marketing

  12. Chi-Chi’s • Using Financial Incentives Characterizes the First Level of Relationship Marketing

  13. The First Level of Relationship Marketing

  14. Developing a Social Relationship With Customers • American Airlines’ custom published magazine communicates with its customers

  15. Second LevelSocial Interactions - P.322 • Dry Cleaner chats with customers • Art Gallery host receptions - “Thursday Night” in Portland • Auto Service Department – calls after a repair • Your business – “Special Customer Night”, take to dinner, send birthday, holiday cards [Need to develop a data base] • What else can you think of?

  16. Third LevelInterdependent Partnership - P.322,323 • Supplier manages the customer’s inventories • Supplier owns the customer’s inventories • Food Broker supplies sales specialists [CROSSMARK/Cadbury Adams] • Manufacturers have customer advisory boards that help develop products and marketing programs

  17. Enhancing Customer Satisfaction • Three Steps to Measure Customer Satisfaction

  18. Building Buyer-Seller Relationships • Many customers are seeking ways to simplify their lives, and relationships provide a way to do this • Customers find comfort with brands that have become familiar through their ongoing relationships with companies • Such relationships often lead to more efficient decision-making my customers and higher levels of customer satisfaction

  19. How Marketers Keep Customers • Retaining customers as far more profitable than losing them • Customers typically generate more profits for firm with each additional year of the relationship • It has been noted that a 5 percent gain in customer retention can lead to an 80 percent increase in profits • Frequency marketing – Mileage Plus • Affinity marketing – sponsor’s name on credit cards, non-profit contributors get restaurant discounts

  20. Frequency marketing: • Marriott Rewards

  21. Database marketing • Benefits include: • Selecting the best customers • Calculating the lifetime value of their business • Creating a meaningful dialogue that builds genuine loyalty • Interactive television • Application service providers (ASPs) – Software to collect, manipulate and analyze consumer/B to B data

  22. One-to-One marketing – customized to build long-term customer relationships • Grassroots marketing – use of non-mainstream channels like unique events [new dishwasher soap introduction in laundromats for Hispanic/Latino consumers] • Viral marketing [analogous to the spread of a pathological or computer virus] – • refers to the idea that people will pass on and share interesting and entertaining content. • Uses pre-existing social networks to produce increases in brand awareness • Can be word-of-mouth, enhanced online

  23. Customer Relationship Management • The combination of strategies and tools that drive relationship programs, reorientating the entire organization to a concentrated focus on satisfying customers • Managing Virtual Relationships [Online to consumers and/or business customers] • Retrieving Lost Customers [determine who, why, and how to retrieve]

  24. Annual Customer Defection Rates

  25. Buyer-Seller Relationships in Business-to-Business Markets • Business-to-business marketing involves an organization’s purchase of goods and services to support company operations or the production of other products • Buyer-seller relationships between companies involve working together to provide advantages that benefit both parties • Advantages might include the lower prices, quicker delivery, improved quality and reliability, customized product features, and more favorable financing terms

  26. Choosing Business Partners • Partnership: an affiliation of two or more companies to assist each other in the achievement of common goals • Types of Partnerships • Buyer partnership – buyer has unique needs that must be met • Seller partnerships – seller develops long-term relationships • Internal partnerships – within the company itself • Lateral partnerships – with other compatible companies, “co-branding”

  27. Cobranding and Comarketing • A Co-marketing Effort Involving SpongeBob Squarepants

  28. Improving Buyer-Seller Relationships in Business-to-Business Markets • National Account Selling • Business-to-Business Databases [Sales Discovery System] • Electronic Data Interchange • Quick-response merchandising • Vendor-Managed Inventory (VMI) • Collaborative planning, forecasting, and replenishment • Managing the Supply Chain

  29. Business-to-Business Alliances • Resources and Skills That Partners Contribute to Strategic Alliances Resources

  30. AssessingCosts & Benefits Measure-ment & Evaluation StructuringRelationships Evaluating Customer Relationship Programs • Lifetime value of customer: the revenues and intangible benefits that a customer brings to the seller over an average lifetime, less the amount of money which must be spent to acquire, market to, and service the customer

  31. Additional techniques used to evaluate relationship programs include: • Tracking rebate requests, coupon redemptions, credit-card purchases, and product registrations • Monitoring complaints and returned products and analyzing why customers leave • Reviewing reply cards, common forms, and surveys • Monitoring "click-through" behavior on Websites to identify why they stay or leave

  32. AssessingCosts & Benefits Measure-ment & Evaluation StructuringRelationships End of Chapter Ten